This bald, fat Bud's for you

According to the Times of London, advertising watchdogs in the UK are forbidding liquor firms from using good-looking men in liquor ads. The idea is to break any conection between women's sexuality and drinkling alcohol. They suggest using only middle-aged or ugly men in future ads. A multi-million pound campaign featuring George Clooney may be cancelled.

Perhaps the lack of a ban on good-looking females is simply a recognition that men link EVERYTHING to sexuality, drunk or sober.

When I was in college in the 70s we had a talk from an advertising man who worked on an account for a brewry. Their research had shown that something like 20% of the beer drinkers drank 80% of the beer, and that changing the brand for even a small percentage of this cadre would boost sales hugely. They looked into these people more deeply and found that their most consistant fantsy occupation was being a sailor, so they ran a sucessful campaign featuring hard-working, hard-drinking sailors. Even so, he admitted that since this group drang a minimum of a 6-pack per day, year-in and year-out, they had trouble holding down any job, ashore or at sea.